New Delhi, Oct. 28 -- Gen Z shoppers across India are balancing cultural traditions, family expectations, personal preferences and digital discovery, according to a study by YouGov and Rukam Capital.

The report, titled 'Gen Z: A Deep Dive into India's Most Influential Consumer Cohort', noted that festive spending, shopping priorities, gifting choices and celebration styles vary across the country.

It highlighted regional differences. Respondents in the North showed higher festive spending and a growing prominence of family-led consumption, while those in the South showed a preference for greater personalisation alongside tradition. In the East, stronger digital discovery and spontaneous shopping led the trends, while in the West, respon...